The Human Brand

Chris Malone · Susan T. Fiske

Oct 2013 · Highbridge Audio · Narrated by Sean Runnette

About this audiobook

Customers everywhere describe their interactions with companies in a deeply personal way-we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people.We see companies and brands-such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint-the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success in the future, companies must forge genuine relationships with customers that reflect warmth, competence, and worthy intentions. And as customers, we have a right to expect relational accountability from the companies and brands we support.Drawing from original research, and evaluating over 45 companies over the course of 10 separate studies, The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.

About the author

Sean Runnette, a multiple AudioFile Earphones Award winner, has also produced several Audie Award-winning audiobooks. His film and television appearances include Two If by Sea, Copland, Sex and the City, Law & Order, Third Watch, and lots and lots of commercials.